The Mercedes Tomorrow- A Mercedes Benz boutique hotel project developed by Nandan Pemmaraju

Nandan x Mercedes Benz

A detailed presentation of the student project - Mercedes Benz boutique cafe, experience center, and guest spaces in Los Angeles. developed at ArtCenter College of Desisgn, Pasadena by Venkata Siva Nandan Pemmaraju

My three step design process*

1.Boisterous sketches

3.Final form making with a narrative

2.Translation of information through modelform-making

The images above show my project THE INDIAN FURNITURE SYSTEM, Developed and designed keeping in mind the multiple wastes produced in India- Utilizing wood, aluminium, and plastic wastes to create a modular furniture system.

1.Boisterous sketches 2.Translation of information through (model/form)-making 3.Final form making with a narrative

The Mercedes Tomorrow

Developed keeping in mind the current clientale of the brand. The project is mutlifaceted boutique hotel, amalgamating an experience center and a cafe with Mercedes style stay - Located near their LA store.

Scope - Interior Spaces and Spatial Branding

Boisterous sketches made around the floor plan and the site context of the project located in Beverly Hills, LA. I was sketching the site context,Their old and new cars and multiple local cultural references to brainstorm.

Mercedes as a brand in the year 2020 is in a transition into the Electric mobility-“The ELECTRIC FUTURE RUN”. The car giant nurtures its classic Mercedes design style with the contemporary elements interpretations maintaining “sensual purity” for its new cars.

300 SL to their EQA

A collage I made representing the bridge between the past and the future design of Mercedes

This project will be a bridge of the transition between the company’s past and future design styles, telling the customers/fans/users a story.

A collage I made representing the bridge between the past and the future design of Mercedes

Since the project is a commentary about transition, the different design moves play with the “dual nature” of the materials used. Finished & Unifinished/Raw yet Polished/Natural & Industrial

[Left to Right] Deca Vegan Friendly Leather(two shades), Damascus metal sheets, Black aged wood beams, Hand Buffed aluminium.

Furniture strategy: Airplane wing inspired Table B by Konstantin with finished-unfinished looking extrusion table top and the fully finshed wooden legs.

Barbery & Osgerby designed Japanese idea of Kintsugi inspired Tobi - Ishi table Table B and Chair & Bench B by Konstantin Grcic

Furniture strategy:

Since I also wanted to tell a story of past to present, I chose to work with classics like PH5 Pendant, the Eames’ Elleptical table, and Louis Poulsen’s Panthella.

Louis Poulsen’s Panthella the Eames’ Elleptical table Louis Poulsen’s Panthella

Floor Layouts

Road Level floor layout

Site is located right beside the Cannon Drive & the one and only Santa Monica Blvd.

N Cannon Drive

1. Kiosk-Cafe, 2. Merecedes Experience center, 3. Mercedes Experience Bar. 3. the Mercedes Experience bar 2. Experience center 1. the kiosk-Café /waiting lounge Lift lobby 2 Lift lobby

The Waiting Lounge & Kiosk-cafe

Facing the Cannon Drive

The Mercedes Tomorrow

Initially the warehouses were the prime locations for the Mercedes’ presence - They were also considered as congregation spaces.

Old Mercedes Warehouse A gathering outsde the warehouses

Design moves: Initially the warehouses were the prime locations for the Mercedes’ presence - They were also considered as congregation spaces.

Old Mercedes Warehouse

Design moves: Luxury and brown leather from the 300SL classic seats and the kiosk chosen to be a static yet dynamic looking extrusion.

Design moves: Luxury and brown leather from the 300SL classic seats and the kiosk chosen to be a static yet dynamic looking extrusion.

the 300SL classic seats Buffed Aluminium extrusion Kiosk

The Kiosk-Cafe road entry view from Sanata Monica Blvd.

Pop Up Show setup

Considering the LA’s common pop-up culture

The Kiosk-Cafe fully opens to the road welcoming the public in!

Experience Center

Ambient media screens, people can come in and explore the past and the furture of Mercedes - through access to digital archives

Design moves: To extend the Mercedes’ flavour of past an installation using Gllwing’s trunk door that creates a spine-like form, representing it being the brand’s backbone.

- 300SL changed the face of Mercedes after it’s puplarity grew rampantly - Initially a speedster had to be manufactured in limited quantities as a street legal variant. ON DEMAND!

300SL

The Gullwing’s trunk door

Design moves: To extend the Mercedes’ flavour of past an installation using Gllwing’s trunk door that creates a spine-like form, representing it being the brand’s backbone.

Spine

The Gullwing’s trunk door

View of the Kioskcafe from the Experience Center View framed by the Installation.

The Mercedes Experience Bar

Drive through to Dine

The end user can sit still in their Mercedes and extend the experience in the Mercedes hotel

Guest Room A

Cannon Drive facing Guest rooms

Lift lobby

other Guest rooms

Guest Room Floor Layouts

Santa Monica BLVD

Views of the guest roomsFurniture here defines the experience from the Left to right - The transistion from the classic pieces to the modern furniture